Nature Needs More designs strategies and campaigns to drive behaviour change in specific consumer groups, business sectors and on government policies. For conservation to be successful on the scale we need, we have to take account of the power of human behaviour. By incorporating behavioural economics and social psychology into conservation strategies, we not only get a better understanding of how people change their mind, but we can proactively steer behaviour change to support different choices.
Only by understanding the effects of social, cognitive and emotional factors on the decision’s individuals, organisations and governments make will we have the ability to influence and shape them. We must put ourselves in their shoes, not simply demand they listen to our opinions. By delivering a message in a currency that the other party relates to, even if it does seem distasteful to us, we can start, re-start or change the conversation. This can lead to behaviour change in a range of decision making.
And, as Charles Darwin said “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.”